The streaming giant is preparing to make a notable entry into the world of video podcasts; for several weeks the platform has been holding discussions with the main American talent agencies (WME, UTA and CAA) to recruit creators and influencers. Objective: to create a catalog of emblematic programs before the official launch of this new offer, planned for early 2026.
This offensive is part of a broader movement of convergence between streaming, audio and social. Netflix, which has already signed a deal with Spotify to host flagship shows from The Ringer (The Bill Simmons Podcast, The Rewatchables, The Zach Lowe Show), would now negotiate with iHeartMediaproducer of popular franchises like Stuff You Should Know And The Jay Shetty Podcast. According to Bloomberga licensing deal could be imminent, a prospect that sent iHeartMedia stock soaring nearly 30% in one day.
For Netflix, the issue goes beyond the simple diversification of formats, the video podcast represents a strategic opportunity to capture a “unscripted” attention span without reproducing the high production costs of the original series. These hybrid formats (conversations, interviews, filmed talk shows) fit perfectly into the logic of “passive” viewing which already dominates on the platform, and make it possible to enrich its recommendation engine by new behavioral signals.
For its part, Spotify sees this partnership as a natural extension of its content syndication strategy. Questioned this week during the latest financial results, Alex Norstromco-president and Chief Business Officer of Spotify, said:
“The partnership with Netflix allows creators to widely distribute their content, in line with our “creator first” philosophy. It increases awareness and usage on Spotify, while strengthening our ecosystem and monetization opportunities. »
By opening to the creator economyNetflix is also seeking to fill a blind spot in its strategy, where YouTube and TikTok bring together millions of micro-creators capable of occupying the screen continuously, Netflix remains limited to a catalog logic. The integration of independent creators would allow it to densify its offering of “living” content and to compete more directly with social platforms in the area of daily engagement.
The video podcast offers Netflix a advertising testing ground ahead of time with product placement, native sponsorship, co-branding. So many levers compatible with the version financed by advertising launched at the end of 2023, and likely to increase the unit margin per subscriber.
If the initiative is confirmed, Netflix would join a growing market. For the first time since its shift towards original production in 2013, Netflix is preparing to share screen. And this time, it’s no longer the studios that are invited, but the creators and influencers themselves.
